Buyology

Written by a brand expert who commissioned the research himself, this book serves as an introduction to what is called neuromarketing. Buyology is defined as the subconscious thoughts, feelings and desires that drive the purchasing decisions we all make. His approach is that we as consumers need to know these findings so as better to understand ourselves and our reactions, including a good deal of irrational behaviour. Among the startling findings is the fact that not only do the warnings on the back of cigarette packs have no effect on suppressing the craving to smoke, they actually stimulate an area of the brain known as the nucleus accumbens, otherwise known as the craving spot. When stimulated, this part of the brain requires higher and higher doses to get a fix, which has clear implications for addictions of all kinds. A chapter on mirror neurons reveals how strongly they drive our behaviour, predicting that advertisers will find more ways to play on this to make us buy. Moreover, the strongest brands like iPod and Ferrari register the same brain patterns as religious images, and visual imagery is more effective and memorable when coupled with another sense like sound and smell, thus leading to fuller emotional engagement. One additional worrying feature is the effectiveness of fear in influencing behaviour, as we have come to appreciate in our political systems. However, the knowledge deployed in this book is the best antidote we can have to ever more sophisticated manipulation.